Burlington Coat Factory names M Booth AOR

BURLINGTON, NJ: National department store chain Burlington Coat Factory has selected M Booth as its consumer AOR following an RFP.

BURLINGTON, NJ: National department store chain Burlington Coat Factory has selected M Booth as its consumer AOR following an RFP.

The company's director of partnerships, marketing, events, and PR confirmed the appointment of M Booth, but declined to give more information on the new relationship.

M Booth, with a dedicated team of five staffers on the account, will work on PR across all of Burlington's categories, including fashion, home, and baby, said Jennifer Teitler, SVP and director at the firm.

“We'll be responsible for taking their media coverage to the next level and making sure we're getting great fashion coverage in both broadcast and print,” she explained.

In addition to mainstream media, bloggers are a “key audience” for the company, Teitler said.

The firm will also support Burlington's philanthropic efforts, she said, including the company's “Warm Coats & Warm Hearts Drive” in the winter and “The Red Dress Event,” which supports women's heart health.

Teitler added that Burlington will be opening more stores across the US this year and next, and M Booth will work to raise awareness of the expansions. While the firm will not create events for the company, it will support and promote them.

“The goal is for us to communicate what a great brand proposition this store has,” said Teitler. “They are all about brand-worthy merchandise at up to 65% off department store prices, so we will communicate that you can get great merchandise at Burlington at a really great price.”

On Thursday, Burlington reported an increase of 8.9% in net sales to $864.2 million in the second quarter of 2012, compared to $793.3 million in the same period of the previous year.

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